Free ebooks ==> http://www.Ebook777.com
speaker will begin with sound arguments supporting the audience’s initial point of view, but
then conclude with even stronger evidence for the opposing side. Emotional appeals can be
valuable as well in persuasion. A moderate level of fear and information about how to avoid
the fearful situation seems to be the most effective combination. If appealing for sympathy
and contributions to a charitable cause, moderation is also vitally important for success.Cognitive Dissonance
Cognitive dissonanceis yet another factor that causes individuals to change their attitudes.
Dissonance is the tension that results from holding conflicting beliefs, attitudes, opinions,
or values or when our actions do not coincide with these cognitions. Leon Festinger
thought that we are motivated to keep our cognitions consistent. He conducted an experi-
ment in which students completed boring tasks and then were asked if they would lie and
tell other students that the task was actually interesting. He paid some subjects $20 to lie
and others only $1. When he asked these subjects 2 weeks later about the task, the subjects
paid $20 still believed that the task was boring; however, the students paid only $1 revised
their opinion and believed the task to be more interesting than they had at first believed.
A difference between their beliefs about themselves being honest and their agreement to lie
to others caused them sufficient dissonance to change their opinion. Apparently $1 was not
enough justification for having acted the way they had.Aggression/Antisocial Behavior
Aggressionis defined as an act of delivering an aversive stimulus to an unwilling victim.
Psychologists distinguish between two types of aggression—instrumental and hostile.
Instrumental aggressionhas as its purpose the satisfaction of some goal behavior or bene-
fit. A mother will “fight” her way through a crowd at Christmas time to get the last of a
“must have” toy for her child. Hostile aggression,on the other hand, results when a person
feels pain, anger, or frustration. The aggression is an attempt to strike out against something
or someone seen as the cause of this discomfort. Road rage is a modern example of hostile
aggression that may result from a fairly trivial action of another motorist. Freud and Lorenz
believed aggression to be a natural human instinct. Other theorists, including cultural
anthropologists, note a diversity of more passive and aggressive cultures worldwide, suggesting
that aggression is a learned normative behavior. Researchers who have examined the
influence of watching television violence conclude that it does lead children and teens
to act more aggressively.Social Psychology ❮ 249